I think this is a good idea! To me, it's all about "user-led innovation" (which I have studied quite a bit in my previous academic life...if anyone is interested read Prof Eric von Hippel at MIT for more on the subject...but I digress). I think using social media like this is a great way to connect with people who are using the boards to gain insight into continuously improving them. I would like to perhaps see some more weekend-warrior input but aside from that, can't see what the problem is. If you think it's a way to crassly sell more boards then don't read any of the threads or reviews. Simple as that.
I'd actually like to see Ride, Rome, Union, Burton etc. do the same thing on here too!